Most credibility killers in marketing are unintentional. And they often creep up when we’re overwhelmed or distracted. A few of the most common credibility killers are:
- The use of ad-speak, hype or unsubstantiated claims.
- The failure to meet the public’s expectations.
- The absence of transparency or accountability.
But nothing will erode your credibility faster than intentionally attempting to hoodwink the public.
Take a close look at the car dealership advertisement above. Can you spot the deliberate attempt to deceive the consumer? Here’s a hint: Study the second box in the top row.
Did you catch it?
This advertisement exploits the human brain’s tendency to take shortcuts. Which means you most likely misread the offer as, “75% OFF MSRP.”
Yes, that one heck of a deal. But look again.
The ad really reads, “75% OF MSRP.” Your brain added an extra “F.”
Now, I imagine the ad drove in a truckload of traffic into the dealership. But I guarantee that the ad prompted an equal amount of complaints and killed any chance to convert sales. And remember, the Internet is a word-of-mouth megaphone that gives truth-thirsty customers a lightening fast way to model the experiences of others. So companies who deceive their customers in today’s world have nowhere to hide.
There’s an unavoidable chasm of trust that develops once the customer discovers untruths. And deliberately deceiving the consumer is the most lethal credibility killer you’ll find in marketing today.
Wed, Jul 15, 2009
Credibility & Trust